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ServiceMax Landing Page

The concept behind this design was to take ServiceMax's existing bland, 1995-looking landing page and transform it into something modern, engaging, and interesting — ultimately, though, our goal was to increase conversions by pushing more users to fill out the lead form. The existing page had a lead form with seven fields, and I decided to test the hypothesis that a two-step lead form with only one field on the first step would increase conversions. This was an extension of the well-tested theory of "progressive commitment". While most of us can intuitively understand that shorter is better when it comes to forms and fewer is far superior when it comes to clicks, it seems to be true (from my tests and others') that sometimes, increasing the number of steps that users have to take to fulfill a goal results in more users completing that goal. Why? Well, this is a widely-used concept in e-commerce that I wanted to test in the lead-gen world, but the idea is that you are less likely to fill out one long form than you are to fill out three short forms. This is partly because the short forms hide the full length of the process from you and cause you to focus only on the current "baby step" of filling out a few fields, but also because a user becomes invested in completing a process once they have started to put work in. Of course a user will be frustrated when they put in their email to see the demo and are taken to a second form page, but they think to themselves, "well, I might as well finish it out since I've made it this far". Since they're on a different page, they feel tangibly closer to their goal (the demo) than they were on the initial landing page, and that motivates them to complete their goal. Go ahead — visit the page, fill out the form, investigate the flow! This is my development version of the site, so the form data isn't actually stored in any way.

Tools Used

Sketch 3

I used Sketch to create all of my design mockups.


You can't have a website without HTML!


I used the Ruby gem Sass to create my CSS stylesheets, allowing me to include advanced styling functionality like nested styles.

JavaScript + JQuery

Functionality and dynamic content were made possible by our Lord and Savior, JQuery.


PHP is used to handle the forms.


ServiceMax uses Marketo as their CMS to build and host the content of their site.


To test the effectiveness of the new design for raising conversion rates, we A/B tested in VWO. Our variation won!